Angi.com Mobile Growth Strategy Case Study | SproutVest

At a glance

Client: Angi.com
Industry: Consumer Services / Home Improvement Marketplace
Engagement: 6 months
Services: Mobile Growth Strategy, Deep Linking Optimization, Product Management Consulting
Headline result: App installs up 38%, deep link conversion rates up 22%

Context

Angi.com is one of the largest U.S. digital marketplaces for home improvement and repair services, and its mobile app is where its most valuable, repeat customers live. The Mobile Growth team had ambitious targets for installs and monthly active users, but the pathways that were supposed to move people from web campaigns into the app were leaking. Angi engaged SproutVest to find the leaks and build the growth machinery to fix them.

The challenge

The core problem was deep linking. Web banners and marketing campaigns lacked consistent deep link integration, so users who tapped through often landed somewhere generic instead of the screen the campaign promised, and install attribution was unreliable. Beyond the plumbing, the team lacked a disciplined way to learn: hypotheses about messaging, banner placement, and calls to action were being debated rather than tested, and product, engineering, and design were not aligned on what to try next.

What we did

SproutVest started with the infrastructure, redesigning the deep linking setup so that every campaign surface routed users to the right in-app destination and every install could be attributed accurately. With reliable pathways in place, we mapped the conversion funnel end to end to find where users actually dropped off, then built a structured A/B testing program to work through the backlog of hypotheses about messaging, banners, and call-to-action placement.

Just as important was making the learning stick. We established a working rhythm between the product, design, and analytics teams that shortened the cycle from insight to shipped change, and introduced dashboards and performance reporting that gave everyone the same view of what was working.

Results

Within six months the funnel was measurably healthier and the team had a repeatable growth process rather than a series of one-off fixes:

• App installs from web campaigns up 38%
• Conversion rates across deep link funnels up 22%
• Faster iteration cycles from aligned product, design, and engineering teams
• Growth dashboards and reporting that became the foundation for ongoing planning

The work above starts with an honest read of the leadership behind it

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